Backlash Forces Zhyvchyk to Bring Back Its Classic Look

Zhyvchyk Brand Update

According to Главком: Following intense criticism on social media over its new bottle design, the popular Ukrainian soft drink brand Zhyvchyk has announced it will now offer its products in two versions: the classic packaging and the updated one. The brand’s team shared this decision on social platforms. In late May, the company unveiled a refreshed visual identity that included a new bottle shape and a redesigned label.

The update sparked mixed reactions among consumers. Many took to social media to voice their disapproval, with key points of debate including:

• the use of a typeface similar to Road Radio, a font created by a designer of Russian origin;
• comparisons of the new bottle to a container for sunflower oil;
• the label’s resemblance to designs from certain Russian brands.

The rebranding effort was carried out by the creative agency Brain Tank. In response to the backlash, the company launched a design improvement contest with a prize of 50,000 hryvnias. It also pledged to further investigate the font used. As the brand team stated:

“Zhyvchyk has had its own image, style, and character over the years. But the main thing has always remained the same-it has always been the same iconic Ukrainian Zhyvchyk.”

The Importance of Brand Perception

This situation highlights how crucial consumer perception is for a brand, especially at a time when cultural identity is under close scrutiny. Offering the product in two packaging variants could serve as a compromise, allowing the company to retain customers who prefer the traditional look. At the same time, the contest-based approach to refining the design may bring in fresh ideas from the community, which could help improve the brand’s image.